Marks and Spencer has tailored its new multi-channel website towards a magazine feel as it aims to build on positive e-commerce sales growth.
The website, which has been overseen by e-commerce chief Laura Wade-Gery, takes M&S away from its Amazon platform, which it has traded with for many years and onto its own.
The site requires returning customers to create a new password to continue shopping and features larger product photographs, allows customers to shop entire ‘looks’ and is more curated than its predecessor.
“We’re making a big play of being a daily publisher from a style point of view,” Wade-Gery told Retail Week. “We need to cater for people who know what they want and for those looking for inspiration.”
Kate Ormrod, Clothing & Footwear Retail Analyst at Verdict research said the website was a vast improvement. “Enjoying the magazine feel to it – lots of retailers approaching online in this way now. The editorial content & the larger images really help to better showcase the products,” she commented on Twitter.
M&S showcased its Best of British line at London Fashion Week yesterday which drew favourable reviews from national press.
Sales through M&S.com grew 23 per cent in the third quarter including Christmas.